• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2006.11a
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• pp.123-130
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• 2006

This is a basic study to investigate possibility to application of cohousing model into Korea. Purpose of this study is to grasp respondents' housing value, and its influence on intention to live in cohousing. Research method used for this study was a social survey. Respondents were 214 married people residing in Seoul and its outskirts by accidential sampling. The collected data were analyzed by SPSS 12.0 program using frequency, mean, average, factor analysis, t-test, one-way ANOVA, Duncan's multiple range test, multiple regression and logit analysis. Result of this study was as follows. Housing values were classified into three categories named as individualism oriented housing value, tradition oriented housing value, and economy oriented housing value. Housing values were different by respondents groups. For example, individualism oriented housing value showed difference according to age and housing area. Tradition oriented housing value showed difference according to sex, occupation, and period of residence, while economy oriented housing value showed difference according to number of family members, housing type, and home ownership. In detail, men than women, single-income family than double-income family, and detached house resident than flat resident had higher tradition oriented housing value. The younger than the elder, and Seoul resident than outskirts resident had higher economy oriented housing value. Also home owner than tenant, and the higher tradition oriented group had stronger intention to live in cohousing than others.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.3
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• pp.177-191
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• 2021

Due to the development of mobile devices and streaming technology, many changes in consumption patterns have appeared. In addition, social impact is becoming an era of non-face-to-face consumption due to the panthermic environment of COVID-19. Accordingly, in line with the non-face-to-face consumption trend, we focused on the importance of live commerce, which is emerging as a new distribution channel, and tried to investigate the causal relationship that the characteristics of live commerce and show hosts have on purchase intention. The respondents of this study were 235 general adults of live commerce users. Interaction, economics, entertainment as the characteristics of live commerce and attractiveness, professionality, and awareness as the characteristics of show hosts were set as independent variables. Purchase intention was set as the dependent variable, and content flow was set as the mediating variable. As a result of the study, it was found that the characteristics of live commerce such as Interaction, economics, entertainment, and the characteristics of show hosts such as attractiveness, professionality, and awareness all had a positive (+) significant effect on purchase intention. The impact was shown in the following order: entertainment of live commerce, awareness, attractiveness, professionality of show hosts, economics, interaction of live commerce. In addition, the results of the mediating effect of content flow on purchase intention are as follows. Content flow was found to play a mediating role between interaction, entertainment, attractiveness, professionality, awareness and purchase intention. On the other hand, economics was analyzed to have no mediating effect. The implications of this study are as follows. Companies and show hosts that sell products in live commerce should sell products that can inspire consumers rather than simply sell products. In addition, it is considered that content that provides entertainment and attractions gives pleasure to consumers. If not only a well-recognized show host, but also people with high recognition in various fields such as influencers and creators, become show hosts, consumers' content flow and purchase intentions will increase. And vendors must offer interesting content development and reasonable prices. Show hosts need to focus on active communication with consumers.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.239-251
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• 2022

This study investigated the purchase intention of TikTok Live Commerce users by applying the Decomposed Theory of Planned Behavior(DTPB). This study conducted a survey of 512 users with experience in purchasing TikTok Live Commerce in China. Result of the analysis, first, it was found that attitudes, subjective norms, and perceived behavioral control all had effect on the purchase intention of TikTok live commerce. Second, it was found that perceived usefulness, interactivity, and perceived enjoyment had a positive effect on attitudes, but perceived ease did not have a statistically significant effect. The third,friend was found to have an effect on subjective norms. It was found that self-efficacy had a significant effect on perceived behavior control, but the facilitating condition did not significantly affect perceived behavior control.

• Management & Information Systems Review
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• v.38 no.3
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• pp.97-112
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• 2019

Currently, in China, mobile live broadcasts are more popular compared to online live broadcasts. Accordingly, this research focused on Wanghong, SNS's flagship live broadcasting app. In other words, Wanghong refers to an internet celebrity who acts online on social network services (SNS) influencing many other people. This study specifically focused on one social network service and conducted a study on live app users. The study first analyzed the quality factors of an SNS to users using China's live app. Secondly, the research investigated in finding out the impact of quality on the satisfaction of live app users and how this affects the live app user's satisfaction on their intention of continuous use. Studies have shown that information quality, system quality, and social quality among SNS quality have a positive influence on live app user satisfaction. However, the quality of service and the quality of emotion was rejected by the hypothesis. Throughout this study, we hope to create an app that allows users to share more satisfying mobile images, thereby establishing various episodes holding beautiful places of their life on a real-time basis. It is hoped that live broadcasting businesses will spread a significant impact around the world. Finally, in the future, research on the study of collective comparison between Korea and China on SNS is believed to be meaningful.

• Journal of Smart Tourism
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• v.2 no.4
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• pp.35-43
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• 2022

Tourism businesses use chat services to provide immediate customer support and to help users navigate within a website, but there are more outcomes of this interaction that should be examined. The current study aimed to discover if the online travel chat service quality and information value of the online travel chat service lead to user satisfaction with the service and visit intention to a recommended destination by Korea Tourism Organization's 1330 Live Chat. The results indicate that information value (functional and innovation) and online travel chat service quality (reliability, assurance, and security) lead to satisfaction with the live chat service and visit intention to a recommended destination. The results can benefit practitioners who want to expand and improve their customer service interaction and recommendations, and to scholars who study the relationship between customer services in tourism recommendation and sales context.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.741-759
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• 2022

This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.

• Journal of the Korea Society of Computer and Information
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• v.29 no.6
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• pp.211-221
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• 2024

Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention. However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.

• Journal of the Korean housing association
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• v.17 no.1
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• pp.155-164
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• 2006

The purpose of this research was to find out attitudes toward work and leisure in later life and intention to move to senior community available to work among 50's in Pusan, Daegu, and Daejeon. The survey had been conducted in 414 respondents with questionnaire during May to June, 2003. Frequency, Crosstabs, T-test and ANOVA were obtained from the collected data using SPSS/WIN program. The results of this study were as follows. First, most respondents were preparing toward work in later life somewhat actively and the level of preparation differed by individual characteristics. Those who have higher level of education and subjective economic power were more active. The most preferred work item in later life were raising animals and plants, managing institution and training center and running shop. Those who have higher level of education and asset preferred managing institution and training center. Second, nearly three fourths of middle-aged have chosen leisure activities in consideration of later life and two thirds were preparing economically for leisure in later life. They have strong intention to participate in the leisure activity in later life and they also wanted to take part in various kinds of leisure activities. Those who have higher levels of education, subjective economic power, health and asset were more active in preparing leisure in later life. Third, over two thirds preferred to live and work in later life together with others rather than to live and work alone. Nearly half had intention to move to the senior community where work was available. The intention to move were differed by attitudes to work and leisure in later life. Those who were active in work and leisure in later life presented higher intention to move to senior community available work.

• Journal of the Korean housing association
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• v.25 no.4
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• pp.93-100
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• 2014

The purpose of this study, analyzing the primary factors for residential mobility and housing preference of Daegu citizens, is to provide a basic data for future housing policies. The results are as follows: First, 32.1% of Daegu citizens have intention of residential mobility. Especially the residents in central (50.0%), southern (59.0%) and western Daegu showed more intention than those in other districts. Second, we used the GLMM (Generalized Linear Mixed Models) to analyze the main factors for residential mobility. The results are as follows; 1) the residents who have lower housing satisfaction with the type of housing, parking, and educational environment, 2) those who are male and younger, 3) those who live in rented house have more intention of housing mobility. Third, based on the analysis on the preference change of the type of housing, the preference of the apartments is getting higher, while that of the detached houses is getting lower (past: 40.1%${\rightarrow}$present: 54.8%${\rightarrow}$future: 66.7%). 28.8% of the respondents (444) expressed intention to live in the public rental houses, in case they are provided in the areas they are moving to. Fourth, when we analyzed the size of the houses they actually lived in and that of the houses they prefer to live in case of moving, we found that in general they tend to move in smaller housing than in the past. The results of the analysis showed that in order to minimize the possible moving away from the current residential areas due to the dissatisfaction with the housing environment, in the first place the improvement in the quality of the houses, parking and education environment is needed.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2005.11a
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• pp.85-88
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• 2005

The purpose of this research was to find out attitudes toward to work and leisure in later life and intention to move to senior community available to work among 50's in Pusan, Daegu, and Daejeon. The survey had been completed in 414 respondents with questionnaire during May to June, 2003. The respondents had somewhat active attitudes toward to work and leisure in later life. Over two thirds preferred to live and work in later together with others rather than individually and nearly half had intention to move to the senior community where work was available to. The attitudes toward to work and leisure and intention to move were differed by individual characteristics and the intention to move was differed by attitudes to work and leisure in later life.